What are we missing? Destination Marketing and Hospitality of a local cultural destination in Brazil from stakeholder’s perspective

Mariana de Freitas Coelho; Elizabeth Kyoko Wada; Ana Cláudia Azevedo

doi:10.5585/podium.v10i2.17014

Authors

Mariana de Freitas Coelho Federal University of Viçosa, Minas Gerais, Brazil https://orcid.org/0000-0002-7081-1429
Elizabeth Kyoko Wada Universidade Anhembi Morumbi, SP, Brazil https://orcid.org/0000-0001-7016-7365
Ana Cláudia Azevedo Federal University of Viçosa, Minas Gerais, Brazil https://orcid.org/0000-0001-8141-9265

DOI:

https://doi.org/10.5585/podium.v10i2.17014

Keywords:

Stakeholders, Destination Marketing, Destination Marketing Organizations, Hospitality

Abstract

Study objective: this study aims to understand the marketing promotion activities and tourism profile of a local cultural tourism destination from the stakeholders' perspective.

Methodology/approach: through a mixed-method approach, we collected data by in-depth interviews with stakeholders from Ouro Preto, Minas Gerais, Brazil, in 2013 and 2019. We applied a survey with 394 local tourists to understand the tourist's profile.

Originality/Value: our central argument is that although the destination has renamed attractions, stakeholders need to work together to innovate, providing novelty and surprises for excursionists and international travelers, without forgetting local people (residents, employees, hosts, and guests). Besides, it seems that investigating the repertoire of their stakeholders could bring insights into how the trade could surprise the tourists by also developing hospitality programs.

Main results: results show there are at least four types of tourists in Ouro Preto, the historical-cultural tourists, the fraternity tourists, the regional tourists and the international tourists, who have not been appropriately addressed by the destination marketing organizations. The main findings can be grouped in 5 areas: i) marketing promotion activities, ii) new technologies, iii) branding and marketing plan, iv) product development and, v) new and solved problems.

Theoretical/methodological contributions: the main contribution is the longitudinal analysis of the destination, which is still incipient in tourism's research. It also points out possible ways to promote not only Ouro Preto, but other Brazilian destinations internationally.

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Author Biographies

Mariana de Freitas Coelho, Federal University of Viçosa, Minas Gerais, Brazil

Professora do Departamento de Administração e Contabilidade da Universidade Federal de Viçosa, Minas Gerais, Brasil. Doutora e Mestre em Administração e graduada em Turismo pela Universidade Federal de Minas Gerais.

Elizabeth Kyoko Wada, Universidade Anhembi Morumbi, SP, Brazil

As of March 2007, I started a new professional path both in the contract format and type of activities. After acting as an executive in the lodging industry for more than 25 years, I faced the new experience as a consultant in a TMC, plus the return to the wonderful activity at the university. The combination of both allowed me to dedicate time to learn a lot about distribution, coordinate interesting researches, have refreshed thoughts and support the strategic planning, without the day-by-day obligations of reports and meetings. The usage of time and energy is more productive and the personal rewards are great!

Ana Cláudia Azevedo, Federal University of Viçosa, Minas Gerais, Brazil

Doutora em Administração pelo Programa de Pós-graduação em Administração da FEA - USP, com estágio doutoral realizado no Dipartimento di Scienze Aziendali da Università di Bologna, Itália. Mestre em Administração pela Universidade Fumec, especialista em Gestão Contábil pela Faculdade Faced e bacharel em Administração pela Faculdade de Nova Serrana. É Professora Adjunto A do quadro permanente da Universidade Federal de Viçosa - UFV, lotada no Departamento de Administração e Contabilidade - DAD.

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